Pay Per Click, PPC Tricks

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Eighty-Seventh Internet Marketing Podcast December 3rd 2010. Second page of Show Notes

Pay Per Click, PPC Tricks

Paul:                            That’s what’s up, Levi. I’m going to take a look at your site. Thanks for hitting us up. If you do like us on Facebook, hit us up, give us your URL, and just say, “I liked you on Facebook.” So that’s what’s up.

Chris:                           Very, very cool. Paul already mentioned this guy. He’s given us two good questions. We’re thinking about hiring him as our producer. I don’t know —

Paul:                            For content. [Laughter]

Chris:                           Well, I don’t know — I think this is what a producer of a show does. They like collect information and make sure the interviewers are on time, comfortable in the green room, and they’re putting all the show together. So in a real sense Darren Booy has put this show together for us. He posted one question directly to us in our messages and then he posted another question on our discussion board. So I’m going to —

Paul:                            Which is first?

Chris:                           Let’s go after the one that he sent to our message. All right. This is —

Paul:                            Is that Mr. Bale?

Chris:                           That is —

Paul:                            Homer?

Chris:                           No, that’s the other one. All right. “I hope you had a great Thanksgiving.” Thank you. We’re just celebrating independence from some European nation.

Paul:                            Yes.

Chris:                           Well, that’s not. That’s 4th of July. We’re celebrating the butchering of Indians. Come on.

Paul:                            Yeah, that’s right.

Chris:                           There’s a — one of the guys that I network with sent out the true story of thanksgiving and then shortly following that sent out a “I’m sorry. I sent the true story of Thanksgiving. It was a little depressing. Here’s another —

Paul:                            Happier story.

Chris:                           — happier story of Thanksgiving.” Oh, that was hilarious. All right. So here’s a guy, in fact, Darren had a disagreement with another SEOer regarding header tags and content. He believes that adding header tags inside your content you can increase the keyword relevance with the CSS for the body text obviously having the same style using — so basically, what this is is normally when you put in a header tag, it makes it bigger and depending on which header tag you got — H1 tag, H2 tag, H3 tag. It makes the text bigger and some of them will actually make it smaller.

Paul:                            And bold.

Chris:                           And bold, exactly. And what you can do is inside of that header tag, you can control what it’s going to look like or in a CSS you can control what a header 1 or 2 tag is going to look like. So he’s suggesting that in the middle of content, let me throw a header tag. I’ll control the font and the size with my CSS so that it looks exactly the same but I’ll end up tricking Google. That might be the key element of whether this is going to be a good thing or not. We’ll finish this.

So using proper H2 web design practices and H2 — oh, he’s given us a sample here. What I’m saying is that he should try using internal links instead and whenever — when this is not possible, use emphasis or bold. I know Charles will have something about — have something to say about bold because he’s got a rap that mentions using bold. As the Google bots are clever enough to realize that something that is bold is more relevant and may even get confused with the H2 tags everywhere. And then he’s got another debate. Let’s address that first. I think this really goes back to — we’ve had some suggestions from listeners about kind of fundamental. So great —

Paul:                            Well, Chuck had a great term for it. Chuck, what was that term? Sorry. I forgot.

Chris:                           Header spam?

Paul:                            There you go. Sorry. Header spamming. I mean I’d never heard that. You’re trying to hold my hand.

Chris:                           Yeah. I’m just glad you don’t have scissors. I’m just making sure.

Paul:                            I never heard that term but I was like — Chuck was like, “I think this is a great example of header spamming.” So you have a body of content and you have all — let’s say you have a paragraph that’s 100 words and you put two or three header tags in that paragraph but you CSS style them to look just like regular text. Okay.

Chris:                           By the way, I’ve never heard of that. It’s a great idea.

Paul:                            I’ve never heard of it either.

Chris:                           It’s a pretty creative concept.

Paul:                            Yeah. And I guess that this industry is just full of people looking for the next little — the tipping point.

Chris:                           Work around.

Paul:                            Yeah. What can I do just to get over that hump? I think it’s a great idea. I would probably not do that for a client.

Chris:                           Yeah. Well — and I think when you break it down, remember we’re always saying our job is SEO which is to provide a great experience to the Google user. And if you think about Google is going to recognize, okay, if there is only 250 words which we recommend of text on a particular page and he’s got 18 headers, right, how much really well put together information can you actually have with 18 header? Google says a header is like this is what this section is about. This next header is what this section is about. How many of those can you really have in 250 words and really make sense?

Paul:                            Yeah.

Chris:                           And so I’m — it’s header spam.

Paul:                            I agree. Now here’s what I say. It’s a great idea. It’s unique. It’s something I’ve never heard of before.

Chris:                           Creative, yes.

Paul:                            And I would try it on a personal website. I would never do this for a client just because I wouldn’t want to run the risk. I would not run the risk of doing something for a paying client that I’d never done on my own. So I’d try it on my own site and let’s see if it works, blah, blah, you know, if it works good.

Chris:                           And here’s the challenge, right, when you’re working on competitive keywords, you kind of don’t want to play with these things if you’re doing well. If you’re not doing well at all, why not? Give it a shot.

Paul:                            Yeah.

Chris:                           Let us know your results. I can tell you, even if you have good results, we won’t use it because it just —

Paul:                            It sounds so —

Chris:                           It’s just going to get nailed at some point.

Paul:                            It just sounds —

Chris:                           Sounds very gray, black hand.

Paul:                            Yeah. It sounds suspect. Now, Chuck, I know you got something. You want to chime in on this?

Chuck:                         Yeah. You don’t want to do that.

Chris:                           Darren, don’t do that.


Paul:                            No. The answer is no, don’t do that. So again, very creative idea.

Chris:                           I love the creativity. Keep that creative side up and then just be careful. Now here’s another one. This is good. “I’m also debating if whether conical URL issues really affect SEO at all but instead only enhance the user’s experience of the ability to type in your URL directly which I know in turn may increase SEO. But I’m talking more about bot and index related.” All right. Conical URL —

Paul:                            We talked about this last — was this last podcast or the — maybe the podcast before.

Chris:                           Maybe the podcast before.

Paul:                            And we’re back to basics. That is basically we said if you have a and then and then and then www/index.

Chris:                           There’s four URLs that are the exact same page.

Paul:                            And we had said, hey, you want to take three of them — or you take one with the most link juice and redirect the other three to the one with the most link juice and maximize your link juice.

Chris:                           On that one.

Paul:                            Yeah.

Chris:                           And I would have to disagree, Darren, because no matter what you do with your conical organization, if they type one, they’re going to end up on the page, right?

Paul:                            Right.

Chris:                           If they type the shortest one which in our case, — I mean just, that will take you to the homepage. This is really about link juice and making sure that all the link juice gets — again, what we described is you got four different pages and, let’s say, 100 people linked to, 100 people linked to, 100 people linked to in the case of us, and then, of course, 100 people linked to So now you’ve got 400 inbound links but Google is saying each one of those pages only has 100. If you do your conical properly, now you’ve got 400 inbound links coming to one page and that’s where you’re concentrating your Google juice into the one particular page. So —

Paul:                            Now, he says, “I think that it enhances the user experience of being able to type in the URL which may in turn increase SEO but I’m talking more bot index related.” Now, my thinking is that the way that we would describe it would be — I think it would be better for a bot, but I’m not quite 100% sure what you’re asking of bot index related.

Chris:                           I think the bot doesn’t — yeah. Yeah, you’re right, whether it’s the exact point of that and the bot doesn’t care, right? The bot is not like the garbage collector who’s like “Oh, great I have three less pages I have to read or three less houses I have to collect garbage for.” It doesn’t care. It’s out there running around and I don’t know if that’s a great example.


Chris:                           Really it’s about link juice. So the bot doesn’t care. It’s going to index it. There is actually some potential for duplicate contents so there’s the other advantage. You don’t want four pages that are — Google says they’re different even though they’re identical so then you’re going to end up with duplicate content. But that doesn’t really matter because Google is going to choose three and throw them into supplemental and keep the other one.

Paul:                            Yeah.

Chris:                           It’s really about link juice. That’s what it’s really about. Hopefully, Darren, we answered that question. Hit us up. We really appreciate when you’re chatting with us. Actually, the next one is another — it’s a question from Darren Booy that be posted in our discussion board under a topic called SEO Questions. And actually, Charles took the time to answer this so let’s get Charles involved here.

Paul:                            That’s what’s up.

Chris:                           And —

Paul:                            Let me read his question. It says, “I have a question for the podcast, if that’s okay.” No, that’s not okay.

Chris:                           No, sorry. No.

Paul:                            End of podcast.

Chris:                           Actually, we really appreciate. Sometimes we’re struggling to come up with specific content and this really helps us up.

Paul:                            Even as fast as this industry changes, sometimes it’s tough to find new unique creative content so shout-out to my man, Darren Booy at Creative-Dynamics.

Chris:                           Well, let me read this and then we’ll get Charles to give us the real answer. Come on out here. Come join us. Here he is, Charles Lewis, our operator.


Chris:                           Wait, I forgot to mention, top position snatchers.

Paul:                            That’s right.

Chris:                           Where our mantra is “Don’t be a douche.” Didn’t we practice that? We were supposed to all do it together.

Paul:                            Oh, yeah. My bad. [Laughter]

Chris:                           Man, you’re just leaving me hanging like that, all right.


Chris:                           All right. Here we go. Scenario: Mr. Bale is a plumber and within his area, it is highly competitive for a business in getting on the first page of Google. He has checked, however, and virtually all his other competitors have the same keywords but slightly different content and SEO is only slightly different. He has also — oh, and they’ve only done SEO a little bit. He’s also checked his analytics and found that the majority of the visits onto his site come from either direct or users typing in combinations of his business name. So, for instance, BlueOneArm Houston, BlueOneArm Plumber, BlueOneArm. So apparently, he’s suggesting that the plumber should be named after our —

Paul:                            He’s stealing our Blue One Arm Widget concept.

Chris:                           As the name of his business is fairly unique, he believes that searches are solely for his business and not random. We find that often. In fact, we debate what to do with that from the perspective of Pay Per Click PPC Houston. He has also checked and his competitors are landing higher than him despite his website being very similar although sometimes he jumps to the middle of the first page for the same keyword. How can Mr. Bale find the cutting edge to get in front of his competitors and what kind of time scale would he be looking at to get on page one? Because he’s hopping onto page one, we have to assume he’s two or three at the most, right?

Chuck:                         Yeah.

Chris:                           His friends have advised him that he has to spend time, a lot of time on social media sites and potentially run a heavy advertising campaign at the start to give him the edge and on page one. His friend believes though that if his competitors don’t react with a similar campaign, he will stay there. Is that correct? And you actually had an answer for him?

Chuck:                         I was on to that and then the crazy part about it is I read an article yesterday. I sent it to you guys from a guy, Dennis Sullivan, at Search Engine Journal. He was saying that Google and Bing are now placing more weight on links to articles that come from social sites like Facebook and Twitter. So my response to Darren was while social might work, it would definitely help. I would pursue a Google places listing because he has done a local business. He can submit to Google local and take advantage of that A through G spot which is definitely above the natural listings which will put him above his competitors. But then after reading what I read yesterday —

Chris:                           I never thought that G spot would be so boring.


Paul:                            That’s what’s up.

Chuck:                         Yeah, the G spot is never the —

Chris:                           Just an everlasting and is last.


Chris:                           All right.

Chuck:                         So I would say a combination of the two. Definitely submit to Google local. So you would be doing that anyway but if you’re not the same while you do that and then yeah, get social.

Paul:                            So right now do we oppose that article? Because I haven’t read that article yet.

Chris:                           Yeah, we can add that. We’ll add that onto our Facebook. So everybody out there listening or watching go ahead and check out our Facebook page later today. You can —

Chuck:                         Yeah, watching, Levi. I saw Levi earlier. He logged on a few minutes ago.

Paul:                            That’s what’s up, Levi. You know, Darren, I think this is a great question. This is a question I think every person that’s listening to this podcast has had. I have trouble getting over my competitors. What is the thing that’s going to just push me over the edge? What should I do? I’m getting links. I got keywords. I got content. What should I do? And I think there’s a lot of things you could. My first thing when I see something like this is you’re looking at your competitor. My first thought was links. How are your links? And it’s going to be tough for you to check — Mr. Bale to check his competitors’ links but my first thought would be keywords, relevant content, that is — you had a great term for it, like it makes sense in contextual —

Chris:                           Oh, yeah. It’s contextually relevant.